Advertise with fastmoving.co.za
 
 

Eventing and digital marketing work hand in hand for promotion, consumer engagement and campaign longevity
Eventing and digital marketing work hand in hand for promotion, consumer engagement and campaign longevity

The war of the platforms

MARKETING NEWS

Business Live - Feb 16th, 21:23

The argument around which marketing platform trumps the others, and whether traditional media is being killed by digital is not new, nor is there a simple answer. Traditional platforms –print, for example – have had to face the reality of digital disruption and adapt accordingly, while consumers have become both more elusive and demanding. Against a backdrop of a dismal economy, perhaps the question to ask is not which platform is better, but which platforms – among the many traditional, digital and experiential opportunities out there, best suit the brand, the objective and the budget. 

These days, more often than not, brand decisions are driven by budget. Sometimes an expensive TV commercial may not be the answer for a constrained marketing budget. A smarter solution could be one that targets the right audience through the right channel at the right time. Perhaps the strongest argument in the war of the platforms is a combination of digital media and experiential marketing – eventing in particular – a solution which offers the brand a golden opportunity to create a personal, emotional connection with the audience. It’s a connection that cannot be replicated by looking at a billboard or watching an ad on TV, says Taryn Westoby, head of events at Tiso Blackstar Group.

Westoby says events are created with a complete focus on the experiences and emotions of a highly targeted audience, one that has bought into the idea of the event and chosen to engage with the brand. “Personal connections such as these are harder to forge via a more traditional approach.”

Digital marketing works seamlessly with consumer experience, providing a perfect partner via social media channels to engage with audiences, become part of the current conversation and create hype prior to an event and longevity afterwards. Social media platforms such as Facebook, Twitter and Instagram, adds Westoby, provide consumers with personal recommendations from peer groups or online communities which are far more effective in today’s marketing landscape than advertising. A big benefit is that digital marketing and social media are a very cost-effective way to promote a brand or event.

Then there is the question of measurability – the holy grail of marketing. Digital campaigns and eventing are highly measurable, providing real-time results that can be monitored and modified in line with trends or challenges.

Business Live 

Read more about: trends | media | marketing | digital marketing | cx | campaigns

Related News

Canal Walk launches new brand campaign #CWSquad featuring local social media icons
20/05/2019 - 14:32
Since their rise in popularity in the mid-20th century, shopping centres in this day and age tend to reflect the communities they serve; delivering on daily wants and needs, as well as acting as central meeting points for young and old.

Egg Films' & One Show awardee creates nostalgic new TVC for Cadbury
16/05/2019 - 09:45
Hot on the heels on a spate of accolades for his short film ‘Vuka’, including a merit certificate from the prestigious One Show, Egg Films' Zwelethu Radebe has drawn on memories of his childhood to create a new TVC for Cadbury that will tug on South Africa’s heartstrings.

Brand engagement and the seniors' market: golden truths about the golden years
13/05/2019 - 11:19
It’s no secret that we live in a youth-obsessed society. This is perhaps no more evident than in the contemporary branding, media, marketing, and entertainment industries. Page through any mainstream publication, peruse the advertising screened on prime-time television or consider the media personalities that are held in the highest regard to see just how much youthfulness is lauded. Even from a strategic perspective, there is hardly a brand in existence today that is not affording consideration to attracting and engaging the “youth market”.

Leveraging true influence for your next marketing campaign
06/05/2019 - 10:08
Taking the lead from global industry trends, influencer marketing has become common practice within South Africa’s media landscape. But does influencer marketing really affect the bottom line and should South African brands be working with local influencers?

Little Shop, Little Garden and now...Little Checkers
06/05/2019 - 09:17
Checkers customers who loved its highly popular Little Shop and Little Garden promotions are in for a treat with the launch of Little Checkers.